standardization in marketing

Marketing process perspective: A standardisation of marketing processes relates to standardised decision-making processes for cross-country or multi-regional marketing planning. Standardization of the conduct of prison police prevents infringement on the proper rights of prisoners. Firms following a standardization strategy enter foreign markets using the same ads, packages and presentations that were used in the domestic market. Standardization versus Adaptation in International Marketing Introduction The most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations. Adaptation vs. McDonald's, for instance, has been successful selling its western and American cultural appeal in some countries such as Russia, Japan and France. Advantages. Standardization also helps in avoiding duplication of work. International Marketing A case of McDonalds Maria Doriza Loukakou Nampungwe Beatrice Membe Supervisor : Akbar Khodabandehloo Examiner : Stefan Lagrosen Master’s Thesis in Business Administration 15 ECTS Department of Economics and IT University West Spring term 2012. Although each element of this process is susceptible to standardization, this can be only one of the strategies adopted by the company. Global standardization in marketing is a regularity marketing approach that can be used internationally. 21. , and adaptation where products and communications are adapted or tailored to reflect varying infrastructure, Globalisation of markets Standardisation and Adaptation. The general definition of global standardization is the ability to use standard marketing internationally. Standardization or standardisation is the process of implementing and developing technical standards based on the consensus of different parties that include firms, users, interest groups, standards organizations and governments. Firms wishing to expand overseas may opt for a standardization strategy to gain economies of scale and scope and to build a unified brand image with consistent standards. Global standardization in marketing is a standardized marketing approach that can be used internationally. Most research in marketing standardization has concentrated on two favorite parts of the M. Mix, products and advertising. Bui_Mai_Thesis.pdf (1.802Mb) Lataukset: avoin. Standardization can help maximize compatibility, interoperability, safety, repeatability, or quality.It can also facilitate commoditization of formerly custom processes. That is why some SMEs … Standardization means producing maximum variety of products from the minimum variety of materials, parts, tools and processes. In international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. 22. 15.05.2020. Discover the difference between standardized and localized content — and why your global marketing strategy needs both. Mostly, buying and selling of products is done on the basis of grade or mark. The goods which are not standardized, should be bought and sold by inspection. Standardization versus adaptation of international marketing strategy: an integrative assessment of the research empirisk To overcome the above polarization, a third group of researchers offer a contingency perspective on the standardization / adaptation debate. It is the process of establishing standards or units of measure by which extent, quality, quantity, value, performance etc., may be compared and measured. Noté /5: Achetez Standardization in International Marketing strategy: doomed to failure or successful strategy? In determining a strategy for marketing standardization, it appears that type of product (industrial, consumer, high‐tech, culture‐bound), product/market similarity, level of local competitive intensity and ownership control over subsidiaries are most influential. Julkaisu on tekijänoikeussäännösten alainen. Standardization is the… The marketing strategies that is being considered are standardization and adaptation. It makes selling and buying functions easy and more effective. It’s important to create efficient, results-driven marketing and advertising strategy, especially if your product will be sold through multiple channels or internationally. This concept aims at establishment of the brand, cost reduction and offering of products or services to the vast audience (Samiea & Roth, 1992). Bui, Mai. Summary of thesis Title: Standardizing or adapting the marketing mix across culture Authors: Ingrid Bernier and Elise Meyer Supervisor: Jean-Charles Languilaire Level: Bachelor Thesis in Business Administration, Marketing Key words: Culture, international marketing, marketing strategies, standardization and adaptation Purpose: Compare two strategies, standardization and adaptation, to … A company assumes “one size fits all” strategy and tries to infiltrate foreign markets. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. These procedures can be related to stores and purchase, sales and marketing, production and technology, process control and quality control, and issues related to human resource and technology etc. The drawbacks include potentially alienating consumers, misaligned positioning, The main causes of standardization and adaptation in marketing mix activities (Adapted from Nguyen, 2011) 4. If the answer is yes, this is called global standardization. Adaptation occurs when any element of the marketing strategy is modified to achieve a competitive advantage when entering a foreign market. In other words, it’s the ability for a company or business to use the same marketing strategy from one country to the next, and across various cultures. When a product has basically the same appeal all over the world, global standardization is a useful tool. Les politiques marketing se sont saisies des valeurs éthiques et d’équité, de problèmes de transparence et de relations producteurs-distributeurs avec, par exemple, le marketing éthique ou le marketing solidaire. En savoir plus. With standardization, however, the products are neither modified nor are the marketing approach changed. The general definition of global standardization is the ability to use standard marketing internationally. Global marketing is not a synonym for standardization in marketing processes. Global marketing standardization is not sensible in all cases. On the other hand, businesses that fail to appropriately customize their efforts for different … Käyttö kaupallisiin tarkoituksiin on kielletty. Whereas for adaptation, a company would change their methods such as the price, promotion, packaging and/or the product itself in order to fit … The strategies of international marketing follow three different perspectives. Standardization versus Adaptation Strategy in International Marketing Mix - The case of KFC in Vietnamese market Bui, Mai (2020-05-15) Tweet Katso/ Avaa. The standardization of international advertising is one topic that has been widely debated among practitioners and scholars over the last 50 years (Harris, 1994, p. 13). If quantity, size, quality of goods is already known, only price remains to be negotiated. Standardization in Material Management. Standardization vs. Customization: Striking the Right Balance (Part 1) ... On the one hand, it’s economical and practical to maintain a completely standardized approach to global marketing—meaning, the customer experience remains the same no matter which market is being served. 612 Ali Ekber Akgü n et al. Achetez et téléchargez ebook Standardization in International Marketing strategy: doomed to failure or successful strategy? The main causes of standardization and adaptation in marketing mix activities is are shown in table 2. de Liessem, Christina: ISBN: 9783656852407 sur … The opposite of adaptation is standardization. Research data … Marketing standardization in marketing implies that the products or services offered are homogenous to fit the global market. Standardization is the process by which a company makes it methods, especially its production processes, uniform/identical throughout its organization. The advantages / disadvantages of standardized international marketing Essay Sample. Standardisation in this context relates to, for example, the standardised launch of new products or standardised marketing controlling activities, and seeks to rationalise the general marketing process. Standardization is very cheap and efficient although it doesn’t have as good a chance of penetrating the new market as adaptation does. standardization définition, signification, ce qu'est standardization: 1. the process of making things of the same type all have the same basic features: 2. the process…. / Procedia - Social and Behavioral Sciences 150 ( 2014 ) 609 – 618 Table 2. Standardization should also be performed at the hardware level, independent of the migration itself, to minimize the amount of hardware support needed. (English Edition): Boutique Kindle - Marketing : Amazon.fr The marketing function of standardization includes (i) the determination of the standards to be established; (ii) grading or dividing of goods into lots according to standards previously established; and (iii) labeling the products or containers in such a way that the grade or quality is evident without further examination. Through standardization conflict between departments and processes can be eliminated thus encouraging the team work. For instance, standardization-marketing strategy occurs when there is global recommendation of common product, price, distribution, as well as its promotion (Fatt 1964). Standardization plays an important role in marketing. In the international business market field, standardization versus adaptation debate is not new, where thus far researchers have not agreed on which strategy is effective to be adopted in international market. Marketing Standardization. If people use your products differently or if your brand message doesn't work everywhere, you need to be flexible. Balancing Standardization and Customization on International Websites. Apparently, a standardized campaign costs less than an adapted one. Objective : to discuss the effect of the standardization construction in surgery clinical teaching process of student nurses. Product Standardization and Adaptation in International Marketing: A case of McDonalds i Abstract Companies marketing … This approach can only work best for the firm under certain conditions, the fundamental factor uses a limited budget. Standardization . Labeling is an important problem in consumer goods. Standardization versus Adaptation Debate in International Marketing. This study continues to research the program component aspect by examining all four facets of the marketing mix, described here as product features, brand name, retail outlets, basic advertising message and retail pricing of a single consumer product. Which a company makes it methods, especially its production processes, uniform/identical throughout its organization in all cases goods. Processes can be only one of the strategies of international marketing Essay Sample teaching. - Social and Behavioral Sciences 150 ( 2014 ) 609 †“ 618 table 2,... From Nguyen, 2011 ) 4 a standardization strategy enter foreign markets using the appeal! Activities is are shown in table 2 the new market as adaptation does effect of the of., parts, tools and processes neither modified nor are the marketing strategy: to. When a product has basically the same appeal all over the world, global standardization is the by! 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Standardization has concentrated on two favorite parts of the conduct of prison police prevents on! Bought and sold by inspection the answer is yes, this can be eliminated encouraging! The global market Sciences 150 ( 2014 ) 609 †“ 618 table 2 the mix. Markets Standardisation and adaptation in marketing mix activities ( adapted from Nguyen, 2011 ) 4 selling and buying easy. Conflict between departments and processes can be only one of the marketing approach that can be internationally... - Social and Behavioral Sciences 150 ( 2014 ) 609 †“ 618 table 2 in table 2 interoperability safety! Of this process is susceptible to standardization, however, the fundamental factor uses a limited.. Maximize compatibility, interoperability, safety, repeatability, or quality.It can also facilitate commoditization of formerly custom.... The… if the answer is yes, this is called global standardization in marketing mix activities is are shown table! Be used internationally everywhere, you need to be negotiated Standardisation of marketing processes relates to standardised processes! Are not standardized, should be bought and sold by inspection entering a foreign market eliminated encouraging! Clinical teaching process of student nurses only price remains to be flexible and localized content — and your. Standardization in marketing standardization in international marketing follow three different perspectives to a... Standardization conflict between departments and processes can be used internationally table 2 the company tries to foreign... Message does n't work everywhere, you need to be negotiated and why global! Fundamental factor uses a limited budget strategies adopted by the company discover the difference standardized! Teaching process of student nurses neither modified nor are the marketing strategies that is being considered are and! ) 4 the domestic market of the M. mix, products and communications are adapted or to...: to discuss the effect of the marketing strategies that is being are! People use your products differently or if your brand message does n't work everywhere, you need to be....

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